Made in partnership with Tinker Hatfield to celebrate the release of the singer’s latest album, Man of the Woods, the custom kicks sold out in a unannounced drop at the end of Timberlake’s performance, leaving many fans dismayed at missing out on the $200 shoes.

Despite backlash from those who couldn’t cop, the sneaker’s appearance alone was a huge marketing plug for the Nike brand. According to Apex Marketing Group – an advertising and branding consultancy that estimates the value of product appearances on TV – the kicks’ exposure on the big stage was worth about $2.86 million in marketing costs to the Jordan Brand.

Compared to the $5 million Nike would have had to pay for a 30-second Super Bowl ad this year, Justin Timberlake’s silent sponsorship alone saved the Nike group big bucks in addition to creating a buzz around the shoe.

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